Think of your most recent purchases. What were they?  What do you like most about them, or what made you decide to buy them?  Perhaps some of your purchases were things like gas for your car (you appreciate being able to get from point “a” to point “b”), lunch (you LOVE the taste of fresh veggie fajitas), and flip flops (great color and so comfortable).  Now let's go back- when I asked about your most recent purchases, did you consider any that were for intangible items and services?  I bet 90% of you say “no,” and the reason is that for many of these, there is nothing for you to touch, taste, smell, and see; therefore, it’s harder for you to think about these items as actual purchases since you can’t picture them, or their benefits, in your mind (you can't exactly taste or smell what good health insurance is, right?).  If you are in a company that sells services, this should give you pause. With few or no tangible characteristics to what you are selling, it is harder for you to differentiate yourselves from your competition. Your customers instead have to consider price, reliability, customer service, and performance when they decide to buy from you.

Price is usually the #1 factor that initially grabs a consumer's attention.  While people want to feel like they get the best deal, it does not mean that they won't pay more to receive better quality and service.  You can differentiate yourself very easily by committing to offering, and delivering upon, the best in quality and service.  In order to do so, you must have quality assurance measurements and operational steps in place to make sure that you have a pristine, reliable return for your customers.  And through each step of the relationship with the customer, you must put forth impeccable customer service.  Do all this, and you can easily demand a premium price. 

No matter what the price is for your service, you better make sure that your customers feel like they get exceptional value for their investment.  Here are some ways for you to step up your customer service processes so that your intangible products/services will excel (do you hear the "ca-ching" of the register?):

1. Do the Unexpected.  Small gestures can make a big impact.  Hand write a "thank you for your business" note to new customers (I have been impressed after receiving such a note from Nordstrom), and thank these customers once again when they reach milestone anniversaries with you (1 year, 5 year, 10 year, etc.).  Learn your customer's business or areas of interest, and when you run across articles about these, share them.  If a project/service takes less time than expected, decrease the final cost, even if it's only by 2%.  It's the little things that make all the difference and will be remembered. 
2. Create an Easy Return Policy.  All sales should NOT be final.  If a customer is unhappy with the service or it does not give them the value that they expected, graciously refund their money.  How you handle what some consider to be an awkward or disappointing exchange will definitely play into what future business you will receive from them or whoever they tell.  Remember- while what you sell may not be right for one customer, it may be perfect for 5 people that they know.
3. Respond to Feedback.  No matter if it is positive or negative feedback that you receive, respond immediately.  Fix squeaky wheels fast because bad press spreads rapidly in our era of hundreds of internet and social media outlets.  Also, take your response to the next level and proactively offer future discounts, refunds, and credits when you need to foster the relationship.  Keep in mind- a $25 gift card for a happy or unhappy customer does not cost you much when the positive publicity it generates is huge to your bottom line. 

Selling and delivering memorable customer service for the intangible does not have to be difficult, as you now know.  Spend the time to make sure that everyone on your team is on the same page in regards to your customer service expectations; they must have energy and passion for selling your products and services and making your customers happy. 

For the intangible things you sell, what's one thing you do differently to separate yourself and to capture more customers?  We have ideas for you, so don't hesitate to reach out to us for a free consultation and download our "Top 10 Customer Service Skills" list too.